It’s a whatever all around, and rather than sit here and discuss aesthetics, I’m going to question why they redesigned them at all. What was the reason behind it? I have a feeling it’s not a good one.

I’m not going to buy more Pepsi (quite frankly — and mathematically speaking — I can’t buy any less) just because the logo is more simple or more colorful. Neither fact changes the more important fact that the Pepsi brand hasn’t reached me as a consumer, and it’s safe to say I’m not alone.

When you consider the teams of designers, account people, internal and external accountants, focus groups, and of course, lawyers, who always touch a job of this magnitude, it’s an effort that costs millions. And an effort that will fail to turn me into a Pepsi drinker. Well done?

If something isn’t working, you don’t spend your money on a new logo. You spend it examining your message, your tactics, your language, your tone, your execution. Examine those and I can guarantee the answer to generating more market share won’t be “folks, we have it — new logo.”

Thanks for stopping in. Questions? Comments? Have at it.

Hope you’re well.